And for enterprises, having problems at that time doesn't mean having problems all the time. If there is a problem, face it directly and solve it. "It's not good to change it after it."
1, Luckin coffee: a brand that pays a huge price for counterfeiting.
On June 365438+1October 3 1 day, 2020, the short-selling institution Surabaya said that it had received 89 pages of anonymous short-selling report, pointing to the fraud of Ruixing data. On April 2, Luckin Coffee issued an announcement, acknowledging the false transaction of 2.2 billion yuan. On July 3rd1day, the Ministry of Finance said that from April of 20 19 to the end of 20 19, Luckin Coffee Company increased its transaction volume by 2.246 billion yuan through fictitious commodity voucher business.
/kloc-in September, 2008, the General Administration of Market Supervision and the Shanghai and Beijing market supervision departments made administrative punishment decisions on companies such as Lujin Coffee (China) Co., Ltd./kloc-in February, 2006, the US Securities and Exchange Commission (SEC) said that Lujin Coffee agreed to pay US$ 6,543.8+8 billion (about165438+750).
The listing of Luckin Coffee has created a "rocket speed", and behind this "rocket speed" is an extremely bad income fraud incident, which has become the shame of China Stock Exchange. From "national coffee" to "shame coffee", Ruixing experienced the darkest year. Ruixun was punished and reached a settlement with the SEC, which was a new starting point for Ruixun.
Ruixun's greatest wealth is the accumulated membership and offline store resources, which is also the most valued by capital. The clarity of the penalty amount will help the capital to re-examine Ruixun. Ruixing's fraud incident also sounded the alarm for all catering enterprises: data fraud and fraud will pay the price sooner or later.
2. Haidilao: Because everything can be a hot search brand.
Food and beverage comments: Haidilao is not only a "star" in the hot pot industry, but also a "star" in the catering industry. Every move is exposed to the spotlight. Compared with other enterprises, any small mistake in Haidilao may be magnified, and any small crisis may turn into a big crisis. Only by sincerely facing every crisis, responding sincerely and improving in time can we "turn crisis into opportunity". Haidilao's handling of public relations is also worth learning from other catering enterprises.
3.Siebel: a controversial brand
Also in 2020, Xibei's fast food "Zhang Gongchang" project named after Mrs. Jia was also abandoned, which was questioned by the outside world for its lack of strategic strength. 1 June1day, Jia's first kungfu cooking experience store opened in Beijing. Later, this model was questioned. Some netizens think that it is an IQ tax for everyone to spend several hundred yuan on semi-finished products.
Comments on catering books: Jia has a goal of 1000 billion, that is, to achieve the goal of 1000 billion sales by 2030. In order to achieve this goal, Siebel will work hard in two directions, one is fast food and the other is retail. At present, the Xibei fast food project, which has been repeatedly defeated, has no clear goal, and retail naturally becomes the heavy responsibility of bearing Jia Guolong's goal of 100 billion yuan. The success of Xibei's retail business mainly depends on Jia, and the biggest uncertainty is Jia.
Jia is a typical northerner, outspoken and individualistic, which played a positive role in the development of enterprises in a specific period; When the enterprise matures, the founder's high-profile, flamboyant and bold personality may also bring great hidden dangers to the enterprise.
4. Burger King: 3. 15 exposed brand.
5. Huo Fengxiang: Copying hot brands.
On July 18, Houtang Hot Pot issued a document saying that the decoration of Ningbo Rui 'an Huofengxiang Fresh Hot Pot was suspected of copying Houtang Hot Pot, and its investment promotion brochure used the real map of Houtang Hot Pot. On July 19, "plagiarism in Rui 'an Hotpot Restaurant" once topped the hot search list in Weibo, causing extensive discussion among netizens and widespread condemnation in the industry.
In June165438+1October, some consumers reported that the Huofengxiang Hot Pot Restaurant in Changchun City, Jilin Province was only opened for one month, but the words "Top 10 favorite catering brands of Changchun people in 2020" and "Wanda Huofengxiang in Hongqi Street in Changchun is the best seller in Jilin Province" appeared in the store, which was suspected of false propaganda and infringed on the legitimate rights and interests of consumers. According to China Consumer News, in response to the false propaganda of Huofengxiang Hotpot Restaurant, Changchun Consumers Association said that the propaganda of this hot pot restaurant has no source, no basis and no selected institution or department. Its behavior seriously violates the advertising law and is suspected of false propaganda and misleading consumers. The association will intervene in the investigation and protect the legitimate rights and interests of consumers according to law.
6. Laoguange: A brand that has not yet learned public relations.
In July 2020, Ge Laoguan was ordered to make corrections and give a warning by the Huangpu District Market Supervision Bureau of Shanghai for reasons such as substandard kitchen hygiene. In June165438+1October, Gelaoguan Erge Store in Shanghai People's Square was exposed by the media because of kitchen chaos such as employees stepping on the stove, mixing dishes by hand and improper cleaning of ingredients. In June+February, 5438, the Notice on 35 batches of unqualified food issued by Hangzhou Municipal Market Supervision Bureau showed that 1 batch of bullfrogs operated by Hangzhou Gelaoguan Ronghu Catering Management Co., Ltd. was found to be banned from veterinary drugs (it was reported that this batch of unqualified bullfrogs was1* * 275 kg).
Food and beverage comments: In 2020, my brother wearing the coat of online celebrity restaurant was repeatedly exposed to food safety problems and frequently questioned. In the face of public opinion, its public relations are immature and unprofessional, which is quite different from its brand reputation. Although elder brother is angry, it seems that he hasn't learned how to speak to the public from various performances after public opinion.
In the category of bullfrogs, some head brands are infiltrating upstream, trying to control from the source and ensure the quality of bullfrogs. As a catering enterprise with a certain scale among network celebrities, Laoguange still directly purchases bullfrogs in the vegetable market, and obviously needs to continue to work hard in the supply chain.
7. Goubuli: A brand that can't accept criticism
Comments on catering books: Although Goubuli solved the crisis of public opinion by closing the franchise stores, it did not fundamentally solve the problem. The loopholes in the management of franchise stores will not disappear, and the "high price" and "poor taste" evaluated by consumers will not disappear. How to re-examine yourself through this crisis, solve the fundamental problems, pay attention to the user experience, and let the old brands change to new ones is the biggest problem that dogs ignore.
8. Lijiacai: a brand searched by Big V.
On September 24th, Weibo V, who has many fans and is called "Water Brother", bluntly said Li Jia's food: "This is a very bad experience. Whether it is the environment or the color and fragrance of the dishes, if this can be rated as one star, then the school cafeteria should start with two stars. " In this way, Li Jiacai, a Michelin-starred restaurant in Beijing, was scolded by "Weibo Big V".
Comments on catering books: The taste of food is difficult to adjust, and different people have different opinions. Catering enterprises can ignore unreasonable deliberate criticism. When most consumers give the same evaluation, catering enterprises should think carefully about what went wrong.
Times have changed, so have consumers' behaviors and preferences. Catering businesses also need to understand that behind the "harsh evaluation" of consumers, it conveys a kind of trust and spur to the brand, as well as the reputation and favor of the brand. If they fail to live up to this "harsh criticism" and "expectation", they may only be "old".
9. Here comes the frog: a brand that has been on the "black list" twice in 20 days.
On April 10, Shenzhen Municipal Market Supervision Administration issued the 1 1 food safety sampling notice in 2020, which showed that enrofloxacin, a pesticide residue, exceeded the standard in two branches of Shenzhen Lanaida. On April 30th, Shenzhen Municipal Market Supervision Administration issued the14th food safety sampling announcement in 2020, which showed that pesticide residues in agricultural products such as eggs and soybean sprouts sampled by major restaurants exceeded the standard, among which enrofloxacin was detected again by bullfrog sampled by "Ranlaida". Within 20 days, however, it was found that pesticide residues exceeded the standard twice. (Frog will open 150 stores this year. Is the food safety leak really blocked? )
Food and Beverage Book Review: This is the second bullfrog brand on the list. Bullfrog is a special category, which requires extremely high supply chain. Without a stable and reliable supply chain, the large-scale development of enterprises is impossible. Leda the frog recognized this problem very early and laid it out in advance, which is very worthy of recognition. However, being blacklisted twice in 20 days once again sounded the alarm for enterprises. If there are hidden dangers and loopholes in food safety, the faster you run, the more fierce you may be.
10, chamate: a brand that won't last long.
12 16, chamate Guan Wei issued a notice on the return of prepaid cards, indicating that the prepaid cards could not be paid normally due to the closure of chamate's store. In order to protect consumers' rights and interests, Shanghai Single-Use Prepaid Card Association has been entrusted to carry out the work of returning prepaid cards. At present, the prepaid card problem has been solved, but the brand has not disclosed the reasons for its large-scale closure. Chamate staff once said that the closure of many stores in Shanghai was related to "bad business during the epidemic".
According to the information from Tianyan, Chamat Catering Co., Ltd., which was established in 2002, has many judicial risks, including service contract disputes, sales contract disputes, housing lease contract disputes and so on.
Food and beverage comments: The epidemic has caused losses to the entire food and beverage industry, but this uncontrollable factor is fair to all enterprises. In a calm time, anyone can steer. Only in the face of difficulties can we test the real strength and level of enterprises. Chamate, a brand once deeply loved by consumers, has come to such a sad end, but it is more for catering colleagues to ask a question: how can we not fall behind when the wheel of the times is rolling forward?
"The past can't be blamed, and the future can still be chased." What happened in the past is a lesson, a sum of tuition, experience and wealth. This is true for the above-mentioned enterprises, as well as for the entire catering industry.
202 1 it's almost there. Let's continue to refuel.